Facebook Inc. (NASDAQ:FB) said in a statement that it will trial “mid-roll” video advertising – in which ads are played after a video has already started.
Analysts said that these ads would probably initially appear in Facebook videos by specialized publishers.
Up to the present time, the social network has battled letting “pre-roll” ads that play before a video starts.
Meanwhile publishers would get 55% of revenue from mid-roll ad sales, according to tech site Recode. Facebook however have declined to comment.
“Advertisers are super keen on video advertising,” said Eleni Marouli, at analyst company IHS Markit.
“If Facebook wants those TV ad dollars, they have to invest more in video.”
Ms Marouli said in a statement that she is sure of the fact that this type of ad would necessarily be more troublesome for users watching video on Facebook, but noted that it would be up to the social network to decide whether the inserted content would be kept brief – shorter than typical TV ads, for example.
One or the other way, she added, she believed Facebook was keen to raise the revenue it could make from video content.
Last year, the Facebook (NASDAQ:FB) admitted that some video viewing statistics had been overvalued by up to 80%.